Kartik Aaryan switches PR agency, leaves Spice PR to join Idhyah Media

Actor Kartik Aaryan has switched his public relations agency from Spice PR to Idhyah Media. Insiders view it as a strategic step to strengthen his brand positioning and media outreach.

This shift follows Aaryan’s recent decision to part ways with Collective Artists Network and sign with Karan Johar and Rajiv Masand’s Dharma Cornerstone Agency (DCA).

Read e4m earlier report on Kartik Aaryan joining Dharma Cornerstone  

The actor’s upcoming projects include, Naagzilla: Naag Lok Ka Pehla Kaand and Aashiqui 3, along with his Christmas release Tu Mera Main Tera, Main Tera Tu Meri opposite Ananya Panday, and a brand collaboration with Skechers India, signal an active and image-driven year ahead.

The decision has been seen as a major reset for the actor after his previous management team courted controversy at the International Film Festival of India (IFFI) in Goa, where a series of alleged over-the-top demands led to public backlash.

Aaryan’s spokesperson later claimed the controversy stemmed from “a misunderstanding” between FICCI and NFDC, insisting that the actor’s travel and stay arrangements were independent of the festival. Still, for many in the industry, the incident became a textbook example of how poor management and inflated demands can hurt even the most bankable star’s reputation.

While the IFFI episode had briefly clouded Aaryan’s otherwise clean image, insiders told e4m that the PR agency switch isn’t linked solely to that incident. Instead, it’s viewed as a strategic move aimed at amplifying the actor’s brand presence, fine-tuning his media narrative, and strengthening partnerships across film and endorsements. “The focus is on elevating Aaryan’s positioning across news projects, brand collaborations, and audience engagement,” a source familiar with the development said.

With over 15 years in the business, DCA manages more than 200 talents and boasts a roster that includes some of the biggest names in the industry such as Janhvi Kapoor, Tiger Shroff, Sara Ali Khan, Ananya Panday, Aditya Roy Kapur, Tripti Dimri, Disha Patani, Tamannaah Bhatia, and Ibrahim Ali Khan. Beyond Bollywood, the agency also represents leading music artists like Jubin Nautiyal, Neeti Mohan, Amaal Mallik, and Monali Thakur, as well as digital creators including Orry and Sufi Motiwala.